Organic search engine marketing

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Do curso por ESSEC Business School

The fundamentals of hotel distribution

517 classificações

ESSEC Business School

The fundamentals of hotel distribution

517 classificações

Curso 1 de 4 em Specialization Hotel Management: Distribution, Revenue and Demand Management

In today’s hotel sector an increasingly complex network of traditional and web based channels have to be managed to insure hotel success. Key questions include: how should you distribute over the web? What should you include on your brand.com website so people book through it? How can you maximise the potential of online travel agents (OTAs)? With the distribution environment both highly complex and constantly evolving, this course will give you comprehensive foundation of current industry practices to help jump start your career in this fascinating domain. Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (Image-In), Gregory Halidy (Triplay)

Na lição

Direct distribution: the key to hotel success

Distributing directly, thus building an effective and efficient website, is an essential success factor. Through this module, you will have a deep understanding of the web development process but also understand the cost of driving traffic, and the importance of using indirect distribution and online marketing techniques.

Introduction to online marketing2:12

Organic search engine marketing4:48

Paid search engine marketing3:34

Email Marketing4:18

Display Advertising4:27

Affiliate marketing2:10

Social Media Marketing1:15

Conheça os instrutores

Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality Management
Information systems
Nicolas Graf
Professeur
Management

[MUSIC]

One of the key ways of trying to drive business to your website,

is to use search engine marketing.

When trying to find a travel product,

many users turn to their favorite search engine and enter phrases,

known in technical terms as keywords, to describe what they're looking for.

The search engine then goes through its database, and extracts a list of those

sites that it thinks will most accurately answer the question.

And thus should satisfy the information needs of the user.

Exactly how search engines arrive at an answer is a trade secret.

But each uses its algorithm to try to deliver answers,

that are relevant to surfers so

that they will continue to use it as their search engine of choice in the future.

The first step in trying to maximize traffic from the search engines,

is to register your site with the ones on which you want to be listed.

Although in certain circumstances a search engine may

accidentally discover your site all on its own.

In most cases you will have to make each engine aware of your existence

by going to the site and filling in a form, telling it your domain name, and

sometimes other information about your site.

Although Google is a dominant player, there are several other search engines

out there aimed at particular geographical or special interest markets.

So hotels need to take the time to investigate,

which search engines are actually being used by their target customers.

Once the engine has been alerted to your existence,

it will send a special piece of software, known as a spider, along to examine your

site, try to figure out what each page is about, and include it in its database.

Exactly how these spiders perform these classifications,

is based on a constantly changing secret algorithm.

But certain factors are known to help increase your ranking.

You should note however, that this changes very frequently, and

also that each spider has it's own individual idiosyncrasies.

So what is true now,

may not necessarily be true when you start to optimize your pages.

SEO techniques can be classified into on-page search engine optimization, and

off-page search engine optimization.

For the former, one of the most important issues is page structure.

To make life easy for

the spider, each page on your site should concentrate on just one subject.

Focusing on a single issue, and

moving from the general to the specific in the text of your page,

helps the spider to more thoroughly and accurately figure out, the subject matter,

resulting in more accurate classifications, and thus higher listings.

So instead of having a limited number of pages on your sites.

Each trying to be all things to all people, you should break your content

down into smaller, more compact and more specialized pages.

Which the spider can analyze and classify more easily.

As discussed in our section on content,

the care words need to be featured prominently.

Most search engines now advise that you should use the relative keywords

frequently, but not obsessively.

This is because in the past, page designers use tried to fool the spiders,

by using strategies such as word stuffing.

Including a word hundreds of times in the background of a page

in a deliberate attempt to influence the classification process.

However once a large number of sites started doing this,

it became in Ineffective as the search engine companies changed

the spider's classification algorithm.

And now repeating the same word or

phrase too many times will decrease, rather than increase your page's ranking.

As mentioned earlier, rather than trying to fool the spider,

a better strategy is to focus on providing excellent content.

With the words that the user cares about featured prominently.

With the result that the pages will naturally rise to the top of the pile.

While in the past on-page search engine optimization was the key issue.

Recent changes to the Google algorithm, now place higher emphases

on off-page issues, particularly the quality of links from other websites.

The search engine's rational for making this significant change is quite smart.

While on-page elements can be manipulated relatively easily, it's much

more difficult to artificially manipulate off-page elements such as links.

Now to get well positioned, the key issue is having quality content.

In other words, pages to which people would want to link.

Links from social media, from blogs, from Facebook, Twitter and

YouTube, work particularly well,

since these indicate that people are talking about your content.

And if people are talking about it and

linking to it, it might just be the content that Google

wants to put in front of people asking that relevant question.

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